Light the Night

2022

Campaign design
Illustration

Brief

Light the Night is an annual lantern walk in cities across Australia, uniting communities affected by blood cancer. In response to COVID-19 restrictions, the event was transformed into a virtual ceremony, requiring a complete overhaul of its visual identity. With photography no longer a viable option, the campaign required a fresh, flexible visual identity that could translate across all digital platforms, while still feeling deeply personal and unifying.

Outcome

Led the visual identity redesign and created comprehensive creative guidelines, enabling partner agencies to deliver a cohesive website and virtual experience. The refreshed campaign featured a suite of illustrations showcasing diverse individuals and Australian landscapes, reinforcing that blood cancer can affect anyone, anywhere.

A laptop displays the "Light the Night" website homepage design, featuring a blue background, event details, and an illustrated cityscape with people holding lanterns.

Website home page

Digital illustration on a tablet, showing various illustrations of cityscape, rural, and urban scenes with a community of people holding lanterns in each.

Digital illustrations

Digital illustration sketch animation of a cityscape

Illustration process

Created a flexible illustration system to replace photography to enhance emotional storytelling.

Fundraising guide for "Light the Night" event, outlining steps to raise $100 and $500 with tips and strategies for donations.

Fundraising tips and resources

A colorfully designed digital layout that showcases the "Light the Night" event email banner design with messages about fundraising, support, and donation achievements.

Email design and banners

The revamped campaign resulted in the most successful year to date, both in engagement and fundraising, raising over $900,000 to support people facing blood cancer.

Three fundraising guides titled "Light the Night" feature a woman holding a yellow lantern against a vibrant blue background.

Fundraising guide cover

A colorfully designed fundraising guide titled "Your official lantern" displays people and illustrations with blood cancer holding lanterns.

Fundraising guide spread

An open booklet displaying text, illustrations, and icons, emphasizing support for blood cancer awareness on a vibrant blue background.

Fundraising guide spread

A colorful illustrated photo book spread features heartfelt moments, lanterns, and a thank-you note for participating in Light the Night.

Fundraising guide spread

Billboard with a map of Australia filled with blue, yellow, and white lanterns. Photos of people holding lanterns are displayed. Text promotes "Light the Night" event.

Billboard design

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